SalonCentric
Loyalty & Rewards Initiative
Company Overview: SalonCentric is a trusted B2B distributor of professional beauty products, serving the beauty and hair care industry with a wide range of high-quality items. They support beauty professionals through their store network and brand access, aiding in business enhancement.
Timeline: May 2022-October 2022
Our Objective: To create a succinct, personalized and competitive loyalty program to incentivize omni-channel engagement & drive applications for the SalonCentric Credit Card.
Team:
UX/UI Designers - Dominika Conroy & Myself
Creative Director - Laura Polkus
Product Manager - Maggie Hebron
Program Manager - Frances Riley
Problem
70% of users cross shop at our direct competitor, Cosmoprof & with the pandemic came a shift from physical to digital shopping, creating a need for a sharp digital product that can keep up in a competitive industry.
Constraints
Quick timeline
The clients use of multiple 3rd party vendors prohibited us from completely customizing the experience.
KPI’s
Increase:
Opt-Ins for the Loyalty program & Credit Card
Customer lifetime Value
Average Order Value, annual spending per customer & conversion rate
01Research
6 hours of stakeholder interviews
6 hours of stakeholder interviews
33 documents, spreadsheets & presentation files
33 documents, spreadsheets & presentation files
22 client stakeholders interviewed
22 client stakeholders interviewed
30+ brands reviewed for competitive/comparative analysis
30+ brands reviewed for competitive/comparative analysis
02Synthesis
After a series of client workshops and intensive sessions to align our internal team, a clear direction emerged for our designs. We boiled our findings down to 3 key themes & 3 pillars to lead our designs
Key Themes
-
Insight- Customers shop at competition looking for deals. Customers want guidance (hand-holding) and convenience.
Benefit- Reassure customers with a valuable partnership that offers ease, the right benefits, education, and is up to par with their growth.
KPI- Increase in CLTV, CVR, and increase annual spending per customer.
“New data shows that 45% of the customer base now have Independent Stylist status and are increasingly mobile. Working in hybrid situations that include salons, suites and rent2share formats, the relationship between talent and customers has changed dramatically.”
-
Insight- Customers cannot see value of points immediately. They have to wait for next SalonCentric CC statement to see value of points.
Benefit- Conveying the value of points before a purchase is made. Create FOMO experience to drive opt-ins.
KPI- Increase Opt-Ins for Loyalty program, iIncrease enrollments in SC Credit Card and increase CLTV.
-
Insight - There is a transactional feel to the loyalty for the brand.
Benefit- Instilling a sense of “know me and my business” in terms of personalization of communications, tone, offerings, benefits.
KPI - Increase CVR, AOV, CLTV and Increase Opt-ins for Loyalty.
“62% of consumers spend more money at a company after signing up for loyalty.” - Mckinsey Report
Pillars
Intuitive
Anticipatory
Personalized
03Ideation
We initiated a process of ideation, focusing on broad, strategic thinking to explore how we could attain our objectives. We gave ourself space to be messy and dream big.
Anticipatory Pillar
How might we anticipate a user's needs in UX design to enhance the user satisfaction and streamline their interactions with the product?
Lead with Benefits
Conveying the value of points and benefits earned by becoming a cardholder throughout the experience, while also creating a FOMO feeling to drive applications for the PLCC.
Subscribe, Save & Earn Easily
Anticipating ways the users can save based on their reoccurring purchases & presenting them with easy ways to rack up loyalty points to start redeeming builds brand trust & eases the user.
Rewards Dashboard
The go-to place for an overview of progress made and points accrued. The easy representation of points to dollars makes checking in and staying motivated a simple swipe.
Personalized Pillar
How might we create a personalized UX that is important, enhances user engagement and satisfaction all while tailoring the digital experiences to individual preferences and needs?
Celebrate the wins
Communities and teams are looking to be re-energized following two years of a pandemic. Seeing instant rewards and personalized content incentivizes loyalty and increases brand satisfaction. Quick wins the customer can see means more business.
Learn & Earn
Reward users for their dedication. Relevant and valuable education offerings are presented in a simplified visual way conveying points earned by registering for them.
Intuitive Pillar
How might we make a product easy to understand and use, requiring minimal effort from stylist to achieve their daily tasks, letting them focus on their business?
Checking out with Rewards
Points and rewards that follow customers straight to checkout makes applying them super easy. Whether they want to use them at checkout or keep piling the rewards, the side-by-side comparison makes seeing benefits of loyalty instant and gratifying.
Gamify Data Collection
To entice users to offer data so we can personalize their experience, it’s important to make it fun
04Where We Landed
Responsive Design
All designs were made for desktop, mobile & native app for iOS & Android.
After a few rounds of iteration, meeting the stakeholders needs and tight timelines, plus countless hours spent in Figma, getting all of the components perfect, we reached a final product.
Lead with Benefits
Gamify Data Collection
Focus
Subscribe & Save
Celebrate the Wins
Rewards Dashboard
Checking out with Rewards
Learn & Earn
Iteration
The loyalty dashboard experienced many rounds of iteration, collaborating with the stakeholders to decide what information is key to bring to the forefront, how to brand it, and how this data visualization can be beneficial for users.
Final Modular Components
At a glance
05Final Handoff
Let’s take a look under the Figma hood to show you how we worked side by side with our developers to communicate our decisions & bring this work live.
Here we are zoomed out - each page breaks out into different features and their makings
It's important to breakdown the flows of each feature so dev can understand how it will act when it's live.
Then we show each flow as it will look in each situation, on desktop and mobile views.
Each page has it's unique components so it's important to get really granular about the different states on each component and the boundaries around when to display them.
Providing the dev team with detailed annotation cards & links to protoypes will help enhance communication and ensure the live product is what the designers & stakeholders agreed upon.
There's no such thing as too much detail in a dev handoff file.
06Lessons Learned
Dreams to Reality
Prioritize KPI’s & stakeholders goals when selecting which of the features you dreamed up in the ideation stage are worth spending the time building out in your tight sprint plan. Save other great ideas for future SOW’s (Onboarding).
Contrast is Key
Your designs are only beautiful if everyone can enjoy them. Make sure everything is AA compliant and don’t sacrifice accessibility for the sake of a fun UI.
A Clean Design System >
Investing time in the beginning of each project to make design decisions as a team & build out a robust design system will save you time & save the engineers a massive headache.